This document summarizes the book "Thorns to Competition" by Arindam Chaudhuri and Rajita Chaudhuri. The book provides tactics for competing and winning in the marketplace. It outlines six tactics labeled "T-H-O-R-N-S" which stand for: T-Target it Right, H-Hit Where it Hurts, O-Obsess, R-Reinvent it, N-Nail it, S-Sell it Ethically. These tactics advise businesses to precisely target the right market, leverage competitors' weaknesses, obsess over customers, reinvent products for the market, effectively communicate messages, and sell products ethically to find success against competition.

1. MARKETING
“THORNS TO COMPETITION”
By
ANUSHA CHAVAN
PUBLIC RELATIONS OFFICER
FUTURE ROBO SYSTEM

2. MARKETING
• Selling?
• Advertising?
• Promotions?
• Making products available in stores?
• Maintaining inventories?
• All of the above, plus much more!

3. GOODS
SERVICES
EVENTSEXPERIENCES
PERSONS
PLACES
PROPERTIES
ORGANIZATIONS
INFORMATION
IDEAS

4. Introduction to Marketing
Management
According to Philip Kotler
• Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.

5. 5
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

6. 6
Marketing = ?
 Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about
push.
 Marketing is all about managing the four P’s –

7. 7
The 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

8. THORNS TO COMPETITION
By Arindam Chaudhuri & Rajita Chaudhuri

9. ARINDAM CHAUDHURI
• An Indian economist, author and the director of IIPM Think Tank at
Indian Institute of Planning and Management.(IIPM)
• National Awards.
• Rok Sako To Rok Lo
• Sanjhbatir Rupkathara
• Do Dooni Chaar.

10. Rajita Chaudhuri
• Dean at the Centre for Undergraduate studies at
IIPM( integrated course in planning and
entrepreneurship).
• Her expertise lies in expert knowledge in
management strategy and business professionalism.

11. What this book is really about…
• This book is an irrelevant look at the COMPETING
and WINNING at the market place.
• This book has a set of examples of huge brands
fighting it out to get the #1 place in the market.

12. T-H-O-R-N-S

13. T-Target It Right
• Success - right market
• Be aggressive- logical
advertisement .
• Precise targeting has to keep
cultures , values and religions
in mind.
• Segment- Trend

14. H-HIT WHERE IT HURTS(THE COMPETITION)
• Comparative Advertising – The competitor’s
weakness should be your biggest strength.
• “EXPENSIVE BAS***DS”!!.. British Airways–
Ryanair

15. O-OBSESS
• No success without
risk.
• Targeted audience be
obsessed with the
product.
• BRAND LOYALTY.

16. R-Reinvent it(The Product)
• “A great product means nothing.
Reinventing it according to the
market is the key”
• Did you know: 47% of the market
PIONEERS fail.
• KEY: changing and reinventing
branding strategies.

17. N-Nail it(The Message)
• Excellent Product- find a corner
in the people’s mind, the product
won’t find a long term success.
• REACH-> “CONNECT”.

18. S-Sell it(Ethically)
• A great sales
is the driving
force.
• Selling-High
pressure.
• Unethical

19. • T-Target it right
• H-Hit where it hurts
• O-Obsess about them
• R-Reinvent it
• N-Nail it
These are the six tactics that Mr and Mrs.Chaudhuri
have devised that according to them are the mantra
for SUCCESS.
Conclusion

20. THANK
YOU